Chapter 3

Question 1

Learning

Answer 1

A relatively permanent change in behaviour that is cause by experience

Question 2

2 types of experiences

Answer 2

• direct

- vicarious ex: viewing real life situations

Question 3

Behavioural learning (2)

Answer 3

1. classical conditioning

2. instrumental conditioning

Question 4

classical conditioning - pavlov dog

Answer 4

It occurs when a stimulus that elicits a response is paired with another stimulus 
BEFORE CONDITIONING
- unconditional stimulus = food
- unconditional response = dog drooling
- neutral stimulus = whistle
- no response
DURING CONDITION 
- whistle + food = dog drooling (unconditioned response)
AFTER CONDITIONING 
- conditioned stimulus = whistle
- conditioned response = dog drooling

Question 5

Stimulus generalization

Answer 5

• family branding: when a manufacturer uses the same brand name on two or more individual products
  ex: Mr.clean
• product line extension: is the use of an established product brand name for a new item in the same product category
  ex: coke
• Licensing: involves obtaining permission from a company (licensor) to manufacture and sell one or more of its products within a defined market area.
  ex: disney
• Look-alike: “it seems like” and refers to the practice of imitating the packaging of a famous product for attracting the public
  ex: head and shoulders vs no name

Question 6

Instrumental conditioning

Answer 6

• positive reinforcement (reward)
  ex: baby crying, give chocolate, stops crying
• negative reinforcement (avoid negative outcome)
  ex: putting doe on so that you avoid people laughing at your odor

punishment (response followed by unpleasant events
ex: parking without paying, receive ticket

Question 7

reinforcement schedule

Answer 7

The set of rules by which appropriate reinforcements are given for a behaviour.

• fixed interval
• variable interval
• fixed ratio
• variable ration

Question 8

fixed interval

Answer 8

Reinforcement is delivered at predictable time intervals

result: Moderate response rate with significant pauses after reinforcement
ex: weekly paycheck

Question 9

variable interval

Answer 9

Reinforcement is delivered at unpredictable time intervals

result: Moderate yet steady response rate
ex: checking Facebook

Question 10

Fixed ratio

Answer 10

Reinforcement is delivered after a predictable number of responses

result: High responses rate with pauses after reinforcement
ex: Piecework– factory worker getting paid for every x number of items manufactured.

Question 11

Variable ratio

Answer 11

Reinforcement is delivered after an unpredictable number of responses

result: high and steady response rate
ex: gambling

Question 12

Cognitive learning theory

Answer 12

Stress the importance of internal mental process

Question 13

Modeling

Answer 13

imitating others behaviours (celebrities/athletes)

Question 14

modelling process

Answer 14

1) attention: the consumer focuses on a models behaviour
2) retention: the consumer retains this behaviour in memory
3) production processes: the consumer has the ability to perform the behaviour
4) motivation: a situation arises wherein the behaviour is useful to the consumer
5) observational learning: the consumer acquired and perform the behaviours earlier demonstrated by a model

Question 15

Role of memory in learning

Answer 15

acquiring info. And storing it over time so that it will be available when needed

• mind= computer and data=input/output.

Question 16

memory process

Answer 16

EXTERNAL INPUTS - ENCODING (information is place in memory) - STORAGE (information is retained in memory) - RETRIEVAL (information stored in memory is found as needed)

Question 17

relationship among memory systems

Answer 17

• sensory memory
• attention
• short-term memory
• elaborative rehearsal
• long-term memory

Question 18

nostalgia

Answer 18

is a sentimentality for the past

ex: helps them target the older generation and people use facebook in order to allow people to share moments of nostalgia.
ex: burger kind change logo back